Brand Strategy and Image Identification Design
Author：Chen ZHANG Instructor：Guanchao FENG
Contents
No.1
Swatch & CASIO Brand Case Analysis
No.2
Creating Brand Target
No.3
Logo Sketch and Development
No.4
Slogan Development
No.5
Mascot Sketch and Development
No.6
Auxiliary Graph Development
No.7
Final Version and Carrier Application Show
NO.1
Swatch & CASIO Brand Case Analysis 1. Swatch Introduction＆Analysis 2. CASIO Introduction＆Analysis 3. Comparison of Brands Swatch&CASIO
Swatch
NO.1 Swatch & CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Swatch Logo
“S”not only stands for its origin, Switzerland，but also contains the meaning “second-watch”，which means people can own two or more watches just as fashionable dresses.
From Switzerland Product Type
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Swatch Introduction Swatch is not only a new high quality watch, it also gives people a new concept：watch is no longer just an expensive luxury and a simple timing tool, but “ wearing wrist fashion”.
Brand characteristics Swatch conveys the information of high quality, low cost, fashion and mark, makes every customer have their own watches. The cost performance of Swiss original watches enjoys an absolute advantage in all Swiss watches. Swatch amateurs can wear and collect different Swatch according to their different moods, favor, dresses or occasions，pursue “the only unchanged is changing”.
Swatch
NO.1 Swatch&CASIO Brand Case Analysis �Swatch IntroductionAnalysis
Brand Positioning Fashionable, sportive, musical, artistic. To create with passion.
Brand History Mr.Nicolas G. Hayek is one of the Swatch Group's founder. In 1983, the first Swatch's born shocked the world. In 1985, KiKi Picasso designed the first artists' commemorative watch. Swatch Collectors Club was established and renamed Swatch Global Club in 1996. In 1996, Swatch was the official time keeper of Summer Olympics in Atlanta. It has been the official time keeper of Summer Olympics for 5 times: 1996,2000,2004,2008,2012. In January 2013, Swatch Group announced the acquisition of American top watches and jewelry brand Harry Winston, trying to expand group high-end product line, draw closer to leaders, such as Richemont Group.
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Swatch Packing
The packaging has being updated due to constant pushing new products. Hence, the character logo“Swatch”becomes the most recognizable characteristic.
Swatch
NO.1 Swatch&CASIO Brand Case Analysis �Swatch IntroductionAnalysis
Features and Selling Point 1.From Switzerland where the horological production workmanship is exquisite. The long brand history makes Swatch have a good reputation and own many loyal fans in the industry. 2.Compared with other well-known watches, Swatch is cheap and diverse styles. It changes the culture of the high price and fine workmanship of Swiss watches, which has both youth and mature positioning. But the products of young people are more outstanding. 3.In holidays or special days, all kinds of limited commodities or activities or theme patterns are introduced and enjoy people's love. At the same time, loyal consumers won't feel design repeat. 4.Sales channels are wide, including: airport counter, largest department store counters on a globle scale, online sales and so on.
Swatch
NO.1 Swatch&CASIO Brand Case Analysis �Swatch IntroductionAnalysis
Advertisement 1. Swatch uses the products' selling point to carry on the propaganda. It gives priority to posters, coupled with a certain television advertising. 2. In the holidays or when a certain limit commodity was introduced, the propaganda will be strengthened. Large size poster will also appear on official website. 3. Cooperate with fashion designers, invite celebrity endorsement who are popular in the region and in line with the brand image, and constantly improve the brand active degree in the fashion circle.
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Marketing Strategies Product Strategy：Young consumer groups mainly stress excellent quality and reasonable price, pay attention to the design tide. Price Strategy：Pay attention to sales promotion. Product price is mostly in RMB 2000 or less. Path Strategy：Mainly dominated by department store counters and brand stores， with online sales. Shops locate in high traffic areas. Promotion Strategy：Push out limited edition activities on Valentine's Day to stimulate consumption. Advertising Strategy：Design color is rich, style is fashionable, which express young people's style and taste.
Products
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Products－Basic
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Products－Theme
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Shop Decoration Big posters White counters
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Website style
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis Strengths
1. Low price，various designs. 2. From Switzerland，having long history and many fans, quality assurance. 3. Young product positioning，closely fusion with fashion trends. 4. Sales stores all over the world, also having the Internet and other distribution channels. Opportunities
1. In January 2013，Swatch Group announced the acquisition of American top watches and jewelry brand Harry Winston, trying to expand group highend product line, draw closer to leaders, such as Richemont Group. 2. Swatch has been the official time keeper of Olympics for many times and the Snow Race, it has started to gradually expand the area involved, develop to diversification.
SWOT Analysis Weaknesses
1. Design is younger. Consumers are single. 2. Excessive pursuit of style result in high mortality. 3. Resin material is easy to wear.
Threats
1. Similar products brands imitate its sales model and positioning. 2. Gradual expanding of enterprise has certain challenges for enterprise management and innovation.
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Level
Brand Evaluation Item Evaluation Item
1. The brand has obvious "core value" and "core concept".○ 2. Brand logo is well-known.○
Knowledge Level ︵ Cognition 、 Recognition 、 Annotation
︶
3. Enterprise slogan or main belief is well-known. 4. The brand name is easy to remember.○ 5. Having better brand.○ 6. Having obvious symbol.○○ 7. Brand symble level is abundant.○ 8. Brand image positioning is clear.○ 9. Brand has an obvious "whole meaning".○ 10.Brand has "specific differences" from other similar products.○ 11.Brand has "special terms". 12. Brand can keep "a consistent brand image" in advertising, marketing, public relations aspects.○
Swatch
NO.1 Swatch&CASIO Brand Case Analysis －Swatch Introduction＆Analysis
Brand Evaluation Item
1. Consumers have a special "feeling" for the brand. 2. Brand make consumers have the sense of identity and belonging. 3. Consumers have "loyalty" to the brand. 4. Consumers have "belief" to the brand. 5. Brand has the "charisma" in the consumers' minds.○ 6. Brand shares "important status" in the consumers' minds. ○
Feeling Level ︵
7. Consumers have "passion" to the brand.○
Feeling 、 Ownership Factors
9. Brand can dialogue with consumers "reasoningly". 10. Brand and consumers keep a "good relationship", can listen to the opinions of the customers and respond to the demands of customers.○ 11. Brand provides customers some first-hand experience. 12. Consumers feel the brand is worthy of "trust".○
︶
8. Brand has the characteristics of "human nature".○
13. Brand has "kindness". 14. Significant "history", "story" or "origin story" behind the brand.○ 15. Brand keeps their "interest promise".○ 16. Consumers understand the brand "value".○ 17. Consumers understand the "faith" and "values" behind the brand. 18. Brand has "a deeper meaning "(essence connotation) in the consumers' minds. 19. Brand interacts with consumers in a meaningful "ceremony".
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
CASIO Introduction CASIO is one of Japan's three major brands, has been famous for real multifunctional G-SHOCK watch for many years. Combine advanced technology with New LCD technology, properly applied to wrist watch, constantly improve the level of wrist watch development——Casio has always advocated the "wrist technology" spirit which was followed and spreaded in the world.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
CASIO Brand Feature Casio Company has been committed to the electronic product research and development ，is famous for excellent product performance and quality in the world. Products help people to get information from all over the world，at the same time has the characteristics of easy operation, complete function and practical.
Brand Positioning Dynamic, young, fashionable, multi-function brand image is well-known.Casio's management objective is "creating contribution".It provides a variety of innovative products, so as to realize the social contribution. Products with innovative function will not only improve people's daily life，but also produce a new market and a variety of peripheral industry if new products can gain popularity.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
CASIO Brand History
In 1946，Casio first appeared in people's horizons.The founder, Jianwei Zhongxiong, formally established "Jianwei Manufacturing Company" in Three Eagle City, Tokyo. First stage Electronic technology came into the watch industry. In 1975，Casio set up overseas sales company in London—Casio electronic co., LTD. Second stage Watch shock problem was resolved. In 1983，Casio launched landmark watches—G-shock. Another big function--shockproof appeared. Third stage Waterproof problem was resolved. Based on Shockproof structure, developed a lot of advanced scientific and technological achievements, such as waterproof. Fourth stage Watch material's innovation. After solving the problem of earthquake resistant and waterproof, developed resin case and strap. Fifth stsge Rust problem was resolved. In 1995，Casio solved the problem of rust. Sixth stage Image shift. In 1994，the first item was born. The design was full of fashionable element, loved by people from all over the world.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
CASIO Logo
CASIO's six watch brands have their own logo，each one has its unique style, which is enough to reflect the product's personality. But too much recognition system is difficult for a person to have a deep memory. Consumers' acceptance is still the logo “CASIO” which is simple and clear, in line with the modern people's aesthetic demand.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Features and Selling Point Casio watches, there are two main categories, one is the image of sports and leisure hop character table; another is a young fashionable pointer table. Responding to the change of seasons, pushes out new products all the year round. CASIO's six big watch brands: strong and shockproof G-Shock、smart and dynamic Edifice、Professional outdoor Protrek、light-minded and graceful Oceanus、two female watch brands: Baby-G and Sheen. Every brand has a suitable crowds. Since the birth of the brand, it has always been committed to developing the original electronic technology.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Advertisement CASIO watch's advertising style is obvious. The theme stands out performance characteristics. The visual impact of the brand is strong.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Advertisement Using concise way to highlight the performance of the watch，the ads mainly highlight the sense of science and technology and high quality of the watch. Theme is very sharp.There are many different kinds of advertising, among which film and television advertising is more creative.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Advertisement By inviting some stars to be advertising spokesperson to increase young people's love and stylish for the watch.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Marketing Strategies Product Strategy：Due to consumers the six major brands aimed at is different, products are widely applicable to various people, particularly suited to the young people who pursue of fashion and quality. Price Strategy：Having both quality and price. Because of the functional and practical property are strong, the price about RMB 3500 is a little higher than other watches. Aiming at the crowd of different countries and regions, it provide different marketing strategies. Path Strategy：Mainly dominated by department store counters and brand stores. Expanding online consumer market in recent years. Online purchase is more convenient and costeffective. Promotion Strategy：By means of holiday discounts, limited packaging or products to stimulate consumption. Advertising Strategy：Design gives priority to outstanding watch's performance and quality, combined with celebrity endorsements effect, to add fashion degree, cater to young people's taste.
Products
NO1.Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Product－G-SHOCK
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Product－Baby-G
CASIO
NO.1 Swatch&CASIO Brand Case Analysis �CASIO IntroductionAnalysis
CASIO Packaging CASIO 's series are complex and various, so the packaging is also constantly making adjustments and changes. The packaging can seize the product features and make people feel everything is new and fresh.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Shop Decoration
Strong sense of science and technology and modern.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Website Style
CASIO
Brand Evaluation Item
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Level
Evaluation Item 1. The brand has obvious "core value" and "core concept".○ 2. Brand logo is well-known.○
Knoeledge Level ︵ Cognition 、 Recognition 、 Annotation
︶
3. Enterprise slogans or main belief is well-known. 4. The brand name is easy to remember.○ 5. Having better brand.○ 6. Brand has obvious symbol.○ 7. Brand symble level is abundant. 8. Brand image positioning is clear.○ 9. Brand has an obvious "whole meaning".○ 10.Brand has "specific differences" from other similar products.○ 11.Brand has "special terms".○ 12. Brand can keep "a consistent brand image" in advertising, marketing, public relations aspects.
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －CASIO Introduction＆Analysis
Brand Evaluation Item
1. Consumers have a special "feeling" for the brand. 2. Brand make consumers have the sense of identity and belonging. 3. Consumers have "loyalty" to the brand. 4. Consumers have "belief" to the brand. 5. Brand has the "charisma" in the consumers' minds.○ 6. Brand shares "important status" in the consumers' minds. ○
Feeling Level ︵
7. Consumers have "passion" to the brand.○
Feeling 、 Ownership Factors
9. Brand can dialogue with consumers "reasoningly". 10. Brand and consumers keep a "good relationship", can listen to the opinions of the customers and respond to the demands of customers.○ 11. Brand provides customers some first-hand experience. 12. Consumers feel the brand is worthy of "trust".○
︶
8. Brand has the characteristics of "human nature".○
13. Brand has "kindness". 14. Significant "history", "story" or "origin story" behind the brand.○ 15. Brand keeps their "interest promise".○ 16. Consumers understand the brand "value".○ 17. Consumers understand the "faith" and "values" behind the brand. 18. Brand has "a deeper meaning "(essence connotation) in the consumers' minds. 19. Brand interacts with consumers in a meaningful "ceremony".
CASIO
NO.1 Swatch&CASIO Brand Case Analysis －Swatch&CASIO Contrast Competitor
Swatch
CASIO
1983
1974 (be on market)
Logo Startup time Background
Price Characteristic
Operation Principle
In 2013, acquired American top class watch and jewelry brand （Harry Winston）
There are brands baby-G/Gshock/oceans/protrek/sheen/edifice and so on under the group.
TWD1500﹣2000
TWD2500─10000
various styles，reasonable price
various brands，wide applicable people， advanced technology
Fully absorb the fashion popular element. Compared with similar products, have good quality, low price. The product updated cycle is short, work closely with fashion. Was deeply loved by young people.
Adhering to the "Create contribution" business philosophy. Lead its six watch brands, constantly updating goog quality and fashionable products. Various watch styles are suitable for all kinds of people, leading the fashion trend.
NO.2
Creating Brand Target
NO.2 Creating Brand Target
Target Consumer Aiming at children under the age of 16 and part of the teenagers. As a result of the limitation of age, when customers buy items it may occur two situations: 1. Customers are adults, such as parents. They buy items according to their judgment standard, then decide purchase price, pattern, and finally whether buy it or not. 2. Customers may ask for consumer's opinions in the buying process. The purposes of watch for target consumer groups mainly include: looking at the time when examine; time arrangement when going to school.
NO.2 Creating Brand Target
4P Analysis Product: Aiming at children under the age of 16 and part of the teenagers, design a colorful, concise and lively watch. Price: Considering the consumers' using time is not too long, price is set between RMB 1000 ─ 1500. Path: Independent stores, department store counters, and online sales channel. Promotion: Push out promotional activities in back-to-school and graduated seasons. Operate on a membership basis, enjoy preferential discount and custom style on birthday. On the basis of the price remaining the same, apply different packaging, push out limited style (e.g., packaging itself is a toy). Advertise in the children's television programs and sponsor children shows or activities.
NO.2 Creating Brand Target
Brand Positioning Red Triangle Attribute Wristwatch that students wear.
Brand Experience Youthful vitality and sturdy growth in studenthood.
Brand Benefits ─Rich young style, frivolous quality, precise pointer. ─The vitality and vigor of youth. Place on parents' care and expectation
Brand Personality Youth、vigor、growth.
Brand Promise The most intimate friends are with you in studenthood and the best mark.
NO.2 Creating Brand Target
Why: For students who are not allowed to use mobile phones, but have a strong concept of time. To compensate watch market's loss of this age.
5WH Analysis
Who: Children under the age of 16 and part of the teenagers. What: Making use of the new compound non-metal materials to make the watch more frivolous, design more rich, fashionable and colorful.
WhenďźšBack-to-school and graduation seasons and on school days. Where: Choose school districts to open stores, set up shop in department stores and online sales.
How: Advertise in the children's television programs, sponsor children shows or activities. Post posters in the stores.
NO.2 Creating Brand Target
Brand Name Plan
N- JETLAG ONLY ONE/ONLY PIECE Superkids Generation
Young／younger Youth In ／Youthing Studenthood WOW Plantet More Forever 16 Cardamun Fleeting Abundant
Hello child 1st Child king / kids king StuWatch （student+watch） 8 O’CLOCK Faster TIME Woho ∞
NO.3
Logo Sketch and Development
NO.3 Logo Sketch and Development
Sketch Collection
NO.3 Logo Sketch and Development
“8” Association from the hourglass.
【8 O'clock】The point is the form “8” which makes me think of hourglas, a symbol of the time.s.
NO.3 Logo Sketch and Development
“8� Association from the hourglass.
NO.3 Logo Sketch and Development
“8” Association from the hourglass. Get a basic graphics. Combine the form “8” and the location of the sand flowing in hourglass.
NO.3 Logo Sketch and Development
“8� Association from the limitlessness. Turning the "8" upside down represents the similiar infinite mathematical symbols. The symbol gives one a sence of unknown, on behalf of teenagers' infinite energy.
NO.3 Logo Sketch and Development
“8” Association from the meaning. Combine the symbolic things (like the sun, seedlings, bubbles, hot air balloon, neonatal, trees） with the brand name, reflect the products' spirit connotation.
NO.3 Logo Sketch and Development
The combination of tangram and "8" Combined with tangram matching model's interesting. Tangram's rich colors is fit with the brand color positioning. Colour matchingďźšInktrapping Effect The combination of tangram and the sun.
NO.3 Logo Sketch and Development
Association about pointer.
The shape of the pointer is similar to the rays of the sun, so combines pointer with the sun.
Get a basic graphic through 8 o 'clock's position on the dial. According to the graphic, we can think of the combination of the cut surface of fruit products. launching a series of fruit cut surface can lead to a series of image recognition.
Combined with "Teenagers are flowers of the motherland" extract the facter“Flower�. The combination of the earth, magnifying glass and "8" shape, reflects a student having the courage to explore, learning view of the world.
2014-11-4
NO.3 Logo Sketch and Development
Logo Development— the combination of tangram and "8".
NO.3 Logo Sketch and Development
Logo Development—the combination of tangram and "8".
NO.3 Logo Sketch and Development
Logo Development —the combination of limitlessness and“8”
NO.3 Logo Sketch and Development
Logo Development—the combination of tangram and "8".
NO.4
Slogan Development
NO.4 Slogan Development
8 o'clock The first watch in your life. 8 o'clock Grow with you. Accompany you the first lesson in your life. Time is everything. 8 o'clock The sun looks just like you. It is 8 o‘clock The road to success begins from the "8". The road to success begins from the“+∞”. Your world is infinite from now. 8 o'clock The choice of the new generation. The dream never stops.
NO.5
Mascot Sketch and Development
NO.5 Mascot Sketch and Development
Sketch—chapter of the sun and bee
NO.5 Mascot Sketch and Development
Sketch—chapter of mechanical bear and alarm cat
mechanical bear
alarm cat
NO.5 Mascot Sketch and Development
Sketch—modified chapter of mechanical bear and alarm cat
mechanical bear
alarm cat
NO.6
Auxiliary Graph Development
NO.6 Auxiliary Graph Development
Project 1
NO.6 Auxiliary Graph Development
Project 1
NO.6 Auxiliary Graph Development
Project 2
NO.6 Auxiliary Graph Development
Project 3
NO.6 Auxiliary Graph Development
Project 3
NO.6 Auxiliary Graph Development
Project 3
NO.6 Auxiliary Graph Development
Project 4
NO.6 Auxiliary Graph Development
Project 5
NO.6 Auxiliary Graph Development
Project 6
NO.6 Auxiliary Graph Development
Project 6
Auxiliary Graph Development Collection
NO.7
Final Version and Carrier Application Show
NO.7 Final Version and Carrier Application Show
Brand History More than one hundred years ago, there was a prominent Switzerland watch handicraft artisans. He made all of his watches point to 8 o 'clock and sold in the store. Watch knitting pointing at 8 o 'clock when guests tried to wear it. 8 o 'clock is the famous craftsman's favorite moment in his life, because he believed that the 8 o 'clock was the beginning of the day, the beginning of the good things. 8 o 'clock continued the good and passed it to every child, let them start every beautiful day at 8 o' clock.
NO.7 Final Version and Carrier Application Show
Logo's Final Version
NO.7 Final Version and Carrier Application Show
Colour matchingďź?standard colors
NO.7 Final Version and Carrier Application Show
Colour matching—complementary colors
NO.7 Final Version and Carrier Application Show
The mascot's final version.
alarm cat
NO.7 Final Version and Carrier Application Show
Auxiliary graph's final version.
Auxiliary graph's final version.
THANKS!